Editors

The Jewelry ABCs with Marla Aaron

EditorsOct 16, 2019

The Jewelry ABCs with Marla Aaron

The designer discusses her new collection and her epic London Fashion Week collaboration.

This week, Marla Aaron launched her new Alphabet Lock Collection. Locks are available in two sizes. A small 14-karat gold version sells for $1,675, while a large silver and 14-karat gold version sells for $1,200.
If, as common industry discourse dictates, the jewelry sector is hopelessly stuck in its ways, averse to change, doesn’t understand millennials or is engaged in an unsustainable retail model, no one bothered to inform Marla Aaron. 

The New York City-based jewelry designer has found success by building her eponymous jewelry brand completely outside of traditional jewelry industry norms.

Her predominant design concept—a fine jewelry version of a carabiner that allows for infinite styling variations when mixed and matched with other locks, charms and chains, and which has garnered a legion of devoted fans—is itself an entirely unconventional piece of jewelry, combining functionality and utility with luxury.

Ditto with Aaron’s approach to selling. 

Since her 2012 launch, the designer has developed a solid roster of retail accounts (Ylang 23 in Texas and Meter in San Francisco, among others) with an emphasis on independent companies over department stores and larger retailers. 

Marla Aaron’s new alphabet lock is pictured alongside a Fordite lock at the Roland Mouret Spring/Summer 2020 runway show during London Fashion Week, held in September.
Marla Aaron’s new alphabet lock is pictured alongside a Fordite lock at the Roland Mouret Spring/Summer 2020 runway show during London Fashion Week, held in September.

“We’re so careful with the distribution,” she told me when I recently visited her new Diamond District showroom (more on that later). “We’re not sold in department stores. We want the stores that we’re with to go deep in the collection.”

She’s also come up with entirely new jewelry retail concepts, like selling her wares in a vending machine set in various New York City locations.

Aaron has an uncanny ability to cultivate an authentic brand identity that continuously innovates and excites its customers while staying true to its essence, basically what every brand is trying to achieve in 2019.

This sense of who Aaron is as both person and company—she is irreverent and self-deprecating, yet substantive and classic—permeates the brand’s every pore, down to the staff photos on its website. Portraits with favorite foods? Genius.

“I think [jewelry] is an industry that’s struggling and you have to be willing to try new things,” she said. “Everything we do is an experiment.”

This fall, the designer unveiled a series of new projects and endeavors to entice her fan base, the most significant of which product-wise is the Alphabet Collection.

Marla Aaron locks, which have included different shapes over the years, from hearts to lightning bolts, have undergone their most serious makeover yet, now available in every letter of the alphabet.

Aaron was inspired by the 20th-century Bauhaus art movement “where beauty and industry came together,” as well as the rise of androgynous style in fashion. She drew the typeface herself and perfected the 26 styles, which come in two sizes, over the summer.

Available this week, small locks are available in 14-karat gold for $1,675 and large versions are rendered in silver with a 14-karat gold closure for $1,200. Clients can have them entirely in 14- or 18-karat gold (or either size in platinum) by special order.

B is for bagel. Aaron launched the Alphabet locks with this social media campaign.
B is for bagel. Aaron launched the Alphabet locks with this social media campaign.

Aaron teased the arrival of the alphabet locks at London Fashion Week in September, where “R” and “M” locks floated down the runway on the necks of Roland Mouret models.

Aaron was still high off the experience when I met her just a couple of weeks later, wearing an intricately pleated white button-down shirt by the designer.

The relationship between the two began, as they tend to do these days, when Mouret slid into Aaron’s DMs on Instagram. They had never met, but the fashion legend was a fan of Aaron’s work.

In February this year they met in London and the beginning of a collaboration bloomed, with Mouret asking Aaron to participate in his spring/summer 2020 runway show.

“In the first meeting he said, ‘I don’t want you to do anything special. I just want you to do what you do and bring it to my show,’” Aaron recalled.

Mouret had come equipped with Instagram images of women wearing Aaron’s designs, wanting to channel their same thrown-on, individual style.

“He wanted it to feel effortless and that they were carrying their emotions with the jewelry,” she explained. 

Aaron’s jasper disk earring on the Roland Mouret runway
Aaron’s jasper disk earring on the Roland Mouret runway

The designers exchanged ideas, sketches and swatches in the months to come and Aaron was inspired to create new pieces.

“I can’t tell you how amazed I am at the generosity of Roland because when someone like that comes into your universe, it forces you to try new things and invariably new things happen,” she said.

Mouret loved Aaron’s Fordite (a material created from the car paint found on automobile factory floors, like the Ford factory in Detroit) pieces, for example. She created “supersized” Fordite and jasper disk earrings to make a serious runway impact ($1,200 to $2,000).

Then, she began imagining them as charms that could be attached to her locks. So she created “The Working Dot” ($575 in 18-karat gold), a piece that converts all of the earrings in her collection into charms. 

Two of the new “Pierce-less” earrings on the Roland Mouret runway, alongside a bevy of Marla Aaron chains and locks.
Two of the new “Pierce-less” earrings on the Roland Mouret runway, alongside a bevy of Marla Aaron chains and locks.

As the show approached, Mouret informed Aaron that not all of the models cast would have pierced ears. So Aaron dreamed up “The Pierce-less Earring,” ($880 in 14-karat gold) a clip-on style sold individually that can be placed anywhere on the ear.

Aaron and a member of her team were on hand at the show and in the days leading up to it to assist with the styling efforts, led by 10 Magazine’s Sophia Neophitou. The stylist piled on the jewels, combining various chains and locks with the new Fordite and jasper earring-cum-pendants courtesy of The Working Dot, plus The Pierce-less Earring.

On the home front, Aaron’s also taken a baby step into retail.

Beginning this month, customers can make an appointment to visit the Marla Aaron New York City showroom to interact with the jewelry in person.

“I think it’s a really ideal scenario for people to come play with our jewelry,” she said, noting that customers were responding “really well” to the idea.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

SourcingAug 05, 2022
Rare Earth Mining Co.’s Bill Heher Dies at 72

The passionate gem lover helped bring more than 300 different varieties of stones to the gem trade.

TrendsAug 05, 2022
Piece of the Week: Storrow Jewelry’s ‘Emblem Rosa’ Charm

The brand has attracted attention for its colorful, vintage-inspired pieces.

MajorsAug 05, 2022
Former Nike Executive Joins Team at David Yurman

Marcelo Tau is the company’s new chief operations officer.

Brought to you by
The American Mined™ Collection: Ethical Sourcing That Matters

Rio Grande provides a pathway to responsibly sourced gemstones.

Policies & IssuesAug 05, 2022
Satta Matturi Joins RJC Board

The jewelry designer founded her eponymous brand in 2015 after nearly two decades in the diamond industry.

Weekly QuizAug 04, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinAug 04, 2022
Unusual Jewelry Finds Eager Buyers In Online Auctions

Sponsored by HiBid

WatchesAug 04, 2022
4 Takeaways from Chrono24’s Analysis of the Luxury Watch Market

The watch seller comments on future demand, how the crypto crash impacted Rolex and Patek Philippe pricing, the supply recovery, and more.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

CollectionsAug 04, 2022
The Rest of De Beers’ 2022 High Jewelry Collection Is Here

It features fives sets of jewelry.

Lab-GrownAug 04, 2022
Lab-Grown Diamond Co. Plasmability Partners with HRA Group

Through the collaboration, HRA will exclusively cut, polish, and distribute Plasmability’s lab-grown diamonds in the market.

IndependentsAug 04, 2022
TJA to Offer ‘Texas Tours’ at Upcoming Round-Up Event

They include a tour of a museum’s gem collection and demonstrations of diamond cutting and polishing.

TechnologyAug 03, 2022
Tiffany Introduces CryptoPunk NFT Pendants

The limited-edition pendants, available in digital and physical form, retail for $50,000 and are exclusive to holders of CryptoPunks NFTs.

AuctionsAug 03, 2022
Elvis and Colonel Tom Parker’s ‘Lost’ Jewelry Coming to Auction

The sale includes pieces “The King” gifted to his longtime manager, as well as jewelry Elvis owned and wore on stage.

WatchesAug 03, 2022
Breitling’s Latest Ambassador Is an NFL Star

Trevor Lawrence is the quarterback for the Jacksonville Jaguars.

SourcingAug 03, 2022
Gembridge Launches Reseller Program for Colored Stones and Jewelry

It gives trade members full access to its catalog of products so they can sell listings on their own online platforms.

IndependentsAug 03, 2022
Day’s Jewelers Announces New VP of Merchandising

Julie Collins succeeds Kathy Corey in the role.

ColumnistsAug 02, 2022
Why Passing on Lab-Grown Diamonds Might Be a Risky Bet

Retailers would be wise to embrace this growing segment of the market instead of shunning it, Peter Smith writes.

SourcingAug 02, 2022
AGTA Names John Ford as Its New CEO

He’s the owner of The Lightning Ridge Collection but will pivot to focus on his new role.

TrendsAug 02, 2022
Marvel Debuts Gem-Set Infinity Gauntlet

East Continental Gems provided more than 150 carats of gemstones for the project.

SurveysAug 02, 2022
Consumer Confidence Falls for Third Month in July

Rising prices and interest rate hikes are expected to weigh on consumer spending and economic growth over the next six months.

TrendsAug 01, 2022
Amanda’s Style File: Peridot That Pops

To kick off August, Amanda Gizzi is sharing jewelry featuring the month’s OG birthstone.

CrimeAug 01, 2022
Joseph DuMouchelle Sentenced to 12 Years Behind Bars in $12M Fraud

The Michigan auctioneer and appraiser also has to pay restitution totaling $25 million for other victims of his fraud scheme.

MajorsAug 01, 2022
GIA Appoints First Vice President of Sustainability Programs

Johanna Levy will oversee the environmental, social, and governance programs.

SourcingJul 29, 2022
De Beers Sales Rise 23% YOY in July

Despite unusually high summertime sales, the company’s CEO said the industry remains “watchful.”

MajorsJul 29, 2022
Jewelers of America Elects 4 New Directors to Board

Joseph Corey, Krystle Craycraft, Sue Hopeman, and Sherry Smith will each serve three-year terms on the board.

TrendsJul 29, 2022
Piece of the Week: Zahn-Z Jewelry’s ‘Gem Pop’ Ring

A lab-grown ruby makes the perfect nostalgic treat.

Supplier BulletinJul 28, 2022
Local Jewelry Dealers Use Online Auctions To Find Bidders Worldwide

Sponsored by HiBid

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy